STRATEGI COFFEE SHOP PONTIANAK BERTAHAN DIMASA PANDEMI STUDI FENOMENOLOGI PADA COFFEE SHOP DI PONTIANAK

Abstract

Bisnis Coffee Shop saat ini sangat digemari oleh para pelaku usaha, khususnya di Pontianak yang memiliki julukan Kota Seribu Warkop. Hal ini didorong dari faktor budaya masyarakat yang senang berkumpul baik bersama rekan kerja, atau bahkan keluarga baik di kedai kopi (Coffee Shop) maupun warung kopi (Warkop). Hal ini menyebabkan persaingan bisnis Coffee Shop menjadi sangat tinggi. Selain itu selama periode tahun 2020-2022 pandemi covid-19 menyebabkan banyak Coffee Shop yang berakhir gulung tikar. Namun nyatanya tidak menyurutkan minat para pelaku usaha untuk tetap membuka usaha Coffee Shop. Penelitian ini dilakukan untuk mengetahui bagaimana strategi yang diterapkan oleh para pelaku usaha Coffee Shop untuk bertahan selama pandemi. Penelitian ini dilakukan dengan pendekatan kualitatif deskriptif. Proses wawancara dilakukan hingga data ter-saturasi. Hasil penelitian menunjukkan bahwa terjadi proses perubahan dalam manajemen rantai persediaan dan proses operasional dalam rangka menghemat pengeluaran operasional dan meningkatkan hospitality untuk memperkuat loyalitas pelanggan sebagai keunggulan kompetitif.

The coffee shop business is currently very popular with business people, especially in Pontianak, which has the nickname the City of a Thousand Warkop. This is driven by the cultural factors of the people who like to gather either with co-workers, or even with family, both at coffee shops (Coffee Shop) and coffee shops (Warkop). This causes the Coffee Shop business competition to be very high. In addition, during the 2020-2022 period the Covid-19 pandemic caused many Coffee Shops to end up going out of business. But in fact this has not discouraged business actors from continuing to open a Coffee Shop business. This research was conducted to find out how the strategies implemented by Coffee Shop business actors survived during the pandemic. This research was conducted with a descriptive qualitative approach. The interview process was carried out until the data was saturated. The results of the study show that there is a process of change in supply chain management and operational processes in order to save operational expenses and improve hospitality to strengthen customer loyalty as a competitive advantage.